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The line between content and commerce for this month's "MTV Movie Awards" were sufficiently blurred, with MTV personalities such as Tyler Posey of "Teen Wolf," Vinny Guadagnino of "Jersey Shore" and Josh Horowitz of "Friday Night Wraps" appearing in ads for Axe, Dr Pepper and HTC. "Partners come to us with their [brand] messages, and we want to reinforce them in a way that feels organic to our audience," said Rachel Baumgarten, senior vice president of integrated marketing at MTV Networks.

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The line between content and commerce for this weekend's "MTV Movie Awards" will be sufficiently blurred, with MTV personalities such as Tyler Posey of "Teen Wolf," Vinny Guadagnino of "Jersey Shore" and Josh Horowitz of "Friday Night Wraps" appearing in ads for Axe, Dr Pepper and HTC. "Partners come to us with their [brand] messages, and we want to reinforce them in a way that feels organic to our audience," said Rachel Baumgarten, senior vice president of integrated marketing at MTV Networks.

MTV has ordered a dozen episodes of "Teen Wolf," a series based on the 1985 film starring Michael J. Fox about a teenager who takes on the attributes of a wolf. In the MTV version, which begins production this summer, Tyler Posey will play the altered youth.

MTV is developing a docu-series about college students who are entering the job market. The show, titled "MTV Hired," will follow recent graduates as they enter an extremely challenging job market in search of employment in careers such as personal training, event planning and show design.

A campaign for MTV Turkey by the Istanbul office of Leo Burnett uses the story of Aladdin and the lamp to illustrate the blend of Islamic and Western cultures with the tagline, "MTV is in Turkey, Turkey is in MTV."